A QR code to better understand your customers: the Cave Ardévaz experience

What if a simple QR code could help you better understand your customers’ expectations, collect new contacts and create more interactions with them?

That is the aim of the new tool offered by Univerre to its customers: a QR code linked to a personalised landing page that can be used to organise a competition, ask visitors a question and collect their contact details. A dedicated dashboard then centralises the collected data, making it possible to analyse the results and gain a better understanding of participants’ responses and expectations.

Initially designed in particular for Open Cellar events, this solution offers wineries a simple way to turn visits and tastings into an opportunity to better understand their customers.

From wine tasting to customer insights

During an event such as an anniversary or an Open Cellar event, many people walk through the doors of a winery. Some are already customers, while others are discovering the winery for the first time.

How can you stay in touch with these visitors? And above all, how can you better understand their wishes and expectations?

Thanks to the QR code solution offered by Univerre, visitors can access a personalised page from their smartphone in just a few seconds. Depending on the winery’s objectives, the page can feature a competition, a connected wine tasting, a question or a short survey, while also collecting data such as participants’ email addresses.

Once the campaign is over, the winery can review the responses and analyse the results.

Cave Ardévaz tests the concept for its 70th anniversary

To celebrate the 70th anniversary of Cave Ardévaz, John Boven chose to use this solution to go a step further than simply organising a competition.

The winery took the opportunity to ask its customers a question directly related to the development of its product range:

Would you be interested in seeing an alcohol-free wine in the Cave Ardévaz range?

A simple but strategic question.

For John Boven, it is not always easy to accurately identify customers’ expectations. Yet it is the customers who choose and purchase the winery’s wines every day. Understanding their tastes, preferences and interest in new products is therefore essential for making relevant decisions.

The QR code thus became much more than a tool for entering a competition: it enabled Cave Ardévaz to carry out a genuine small-scale market study among its own customers.

Collecting data… but above all, building relationships

Another advantage of this solution is the ability to collect new contacts.

During events or open days, some people visit a winery without necessarily being part of its existing database. Collecting email addresses via the landing page therefore makes it possible to build a relationship with these new visitors and extend the connection beyond their visit to the winery.

The QR code thus becomes a multi-purpose tool: it can make a visit more engaging with a competition, allow wineries to ask their customers questions directly, better understand their expectations and grow their contact database.

A simple tool that puts the customer at the centre

The Cave Ardévaz experience shows that a very simple solution can provide particularly valuable insights.

Rather than trying to guess what consumers want, why not simply ask them directly?

With this new solution, Univerre helps its customers create interactive experiences that simultaneously engage their audience, collect data and provide a better understanding of their market.

Would you like to organise a competition, ask your customers for their opinion or grow your contact database at your next event? Contact Univerre to discover the possibilities offered by our QR Code solution.

FAQ – Univerre QR Code Solution

Would you like to better understand your customers, organise a competition or collect new contacts during an event? Discover the answers to the most frequently asked questions about the Univerre QR Code solution.

What is the Univerre QR Code solution?

The Univerre QR Code solution allows you to create a personalised landing page that can be accessed simply by scanning a QR code. It can be used, for example, to organise a competition, ask your customers a question or collect their contact details. A dedicated dashboard completes the solution by centralising the collected data and making it easy to analyse results, participant responses and the performance of your campaign.

How does the QR code work?

The principle is simple: your customers scan the QR code with their smartphone and are taken directly to a landing page dedicated to your campaign. They can then enter the competition or answer the proposed question.

When can the QR code be used?

The solution can be used during Open Cellar events, open days, wine tastings, anniversaries, events or other promotional activities. It can also be implemented whenever you want to ask your customers about a specific topic.

Can you organise a competition using the QR code?

Yes. You can use the QR code to invite visitors to easily enter a competition directly from their smartphone.

The competition can also be an opportunity to create more interactions with your customers and collect useful information.

Can you ask your customers a question?

Yes. In fact, this is one of the solution’s main benefits. You can use the interaction to ask your customers a specific question and better understand their tastes, expectations or interest in a new product.

For example, Cave Ardévaz used the solution for its 70th anniversary to ask customers whether they would be interested in an alcohol-free wine in its range.

Can you view and analyse the responses?

Yes. The responses collected provide concrete feedback from your customers and help identify trends emerging from the campaign.

The QR code can therefore become an interesting tool for conducting a small-scale market study directly among your customers.

What data can be collected?

Depending on the campaign, the landing page can be used to collect participants’ email addresses, as well as their responses to the questions asked.

Is the Univerre QR Code solution GDPR-compliant?

Yes, the Univerre QR Code solution is designed to enable the collection and management of personal data in compliance with GDPR requirements. Participants are informed about how their data will be used when they register, and their consent is obtained whenever necessary.

What are the benefits of collecting email addresses?

During an event, some people may come to discover your winery or your products without necessarily being part of your existing contact database.

Collecting email addresses makes it possible to build a relationship with these new visitors and, where the necessary conditions are met, continue communicating with them after their visit.

Are customers comfortable using a QR code?

The Cave Ardévaz experience shows that visitors can be very receptive to this type of interaction.

The winery initially feared that the QR code might be a barrier. In the end, it found that customers were delighted to be able to share their opinions and particularly appreciated the fact that the winery was interested in their expectations.

Do you need to download an app?

No. The QR code can be scanned directly using a compatible smartphone and provides access to the landing page through the web browser.

Why use this solution?

Because it allows you to turn an interaction with your visitors into an opportunity to better understand your customers.

Depending on your objective, the Univerre QR Code solution can help you to:

• make an event more engaging with a competition;
• gather feedback from your customers;
• test interest in a new product;
• obtain useful insights into your market;
• collect new contacts;
• build closer relationships with your customers.

How can you set up a QR Code campaign with Univerre?

Do you have an event, a competition or a question you would like to put to your customers? Contact Univerre to discuss your project and discover how to set up a campaign tailored to your needs.